3.06. Understand the use of direct marketing to attract attention and to build brand

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1 3.06 Understand the use of direct marketing to attract attention and to build brand

2 Explain The Nature Of MARKETING TACTICS

3 MARKETING SENDING PROMOTIONAL MESSAGES ACROSS COMPUTER NETWORKS Helps Businesses by: Using VIRAL MARKETING Forwarding a message to someone who forwards it to another, etc. Information spreads quickly Keeping current customers informed Building brand awareness and brand image

4 4 TYPES OF MARKETING 1. OPT-IN /PERMISSION-BASED Give permission to receive promotional s, newsletters, etc. SUBSCRIPTIONS are most common 2. DOUBLE OPT-IN Requires recipients to confirm they are registered subscriber Complete subscription process, then receive a verification 3. OPT-OUT Receive s until indicate otherwise Explanation at bottom of of how to opt-out 4. SPAM Junk

5 MOST COMMON USES OF MARKETING Announcements Newsletters Bulletins Suggestion selling Reminder service Handling requests Obtaining feedback Order confirmations

6 ADVANTAGES AND DISADVANTAGES OF MARKETING ADVANTAGES COST EFFECTIVE Little time & effort TIMELY Doesn t require much planning Example: Sending customers a notice of tomorrow's sale Personalized/targeted messages DISADVANTAGES Hard to manage customer lists Undeliverable Low effectiveness Spreading viruses Battling filters Angry recipients Can track user engagement

7 PLAIN TEXT VS. HTML PLAIN TEXT CONSIST OF WORDS ON A SCREEN Most s are plain text Successful plain text s need proper formatting: Sections are separated by lines Text is justified left HTML HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES Creates s that have: Colorful logos Graphics Animations Sound Takes longer for HTML s to load Not all clients support HTML

8 CAPABILITIES OF NON-INTERACTIVE CONTENT (STATIC) Cannot link to other locations within the LINKS TO OTHER PLACES WITHIN Hyperlinks: link a word or graphic to another place within the LINKS TO WEB SITES Hyperlinks: link from to a web site ATTACHMENTS STREAMING MEDIA delivers sound and/or video Media is streaming (moves in a continuous flow over the Internet) DISADVANTAGES: Expensive REQUIRES RECIPIENT TO HAVE A HIGH-SPEED INTERNET CONNECTION

9 CAPABILITIES OF INDIVIDUALIZED ADDRESSES Individual address in the To field Helps businesses to personalize Recipients feel that they re the only ones receiving the PERSONALIZATION Personal information (name, purchasing history) in Software can do this easily AUTOMATED software can perform certain functions Example: Send personalized s to entire customer list at specified times AUTORESPONDERS If someone s a specified address, autoresponder replies Saves money and time Example: Confirm orders and newsletter subscriptions

10 You Do Mrs. Byers will give you an example of a marketing You will individually answer the following: 1. Identify if it is Plain Text OR HTML 2. Does it engage in Viral Marketing? 3. There are 4 Types of Marketing s. What is the type of your example? 4. List all capabilities you see in your example 5. Using your notes for Common Uses - identify the use of your example 6. What are the advantages of your example? 7. What are the disadvantages of your example? 8. What objectives is the business trying to meet by using ? 9. Is the promotion effective? Why or why not?

11 You Do Together With a partner, create a marketing identifying the following: 1. Identify if it is Plain Text OR HTML 2. Does it engage in Viral Marketing? 3. There are 4 Types of Marketing s. What is the type of your example? 4. List all capabilities you see in your example 5. Using your notes for Common Uses - identify the use of your example 6. What are the advantages of your example? 7. What are the disadvantages of your example? 8. What objectives is the business trying to meet by using e- mail?

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